according to
Note: The rumoured high-end iphone is going by many possible names, including "iPhone 8," "iPhone 10," and "iPhone Edition." But as the iPhone turns 10, the pressure is on Apple to deliver a genuinely new, innovative phone. People want to see Apple launch a significant new device after several years of merely incremental improvements to iPhone. According to Bernstein Research analysts, the company's gross margin on iPhone sales was 57.7% in 2009 but 40.8% by 2016, with a gross margin of 39% predicted for 2018. (Apple tends to sell its products at about the same number in dollars and pounds, which would make the price £1,000 in the UK).
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